Skip to main content

Segmentation of the Tech-Savvy Consumers

ABI Research conducted an online survey among 1001 tech-savvy U.S. consumers concerning their behavior and attitudes towards the Internet, mobile phones and television.

Four distinct groups emerged from the survey's attitudinal and behavioral segmentation: Tech-Savvy/TV-Averse, Online/On-A-Budget, Wireless Women on Web and On-the-Go Gadgeteers. The findings of this revealing study are contained in a free white paper which can be downloaded from the firm’s website.

"The segmentation that emerged from this study is extremely interesting, and we're hoping to use it in the future to understand these tech-savvy group's attitudes and behaviors towards purchasing new technology products and services," says ABI Research Primary Research Director, Janet Wise.

ABI's market study uncovered the following:

- Only 8 percent of the Tech-Savvy/TV-Averse respondents agreed that TV is an important information source. Their behavior supports this mind-set since fewer members of this group have pay TV service or DVRs when compared to other groups in the study.

- Conversely, nearly 80 percent of the Online/On-A-Budget respondents agreed that TV is an important information source. This group could prove to be a promising target for telco or cable providers bundled offerings that promote cost savings.

- 88 percent of the Wireless Women on Web group use their mobile phones for more than just voice calls and nearly all members of this group report that they always or nearly always have their mobile phones with them.

- Over 60 percent of the On-the-Go Gadgeteers agreed that they like the status associated with owning high-end consumer electronic products. This group has many characteristics that make it an excellent target for new technology products and service purchases.

Popular posts from this blog

Digital Transformation Growth Defies Market Volatility

The forward-looking CEO's commitment to ongoing investment in Information Technology (IT) is persistent. Worldwide IT spending is forecast to total $4.4 trillion in 2022 -- that's an increase of 4 percent from 2021, according to the latest worldwide market study by Gartner, Inc.   "This year is proving to be one of the noisiest years on record for CIOs," said John-David Lovelock, vice president at Gartner . Regardless, digital transformation remains a high priority across the globe. Geopolitical disruption, inflation, currency fluctuations, and supply chain challenges are among the many market volatility factors vying for attention, yet contrary to what Gartner saw at the start of 2020, enterprise CIOs are accelerating IT investments in 2022. Digital Transformation Market Development As a result, purchasing and investing preferences will be focused on areas including data analytics, cloud computing, seamless customer experiences, and IT security. Inflation impacts on

IoT Device Management Demand Gains Momentum

More forward-thinking CIOs and CTOs are focused on the adoption of the Internet of Things (IoT). Management challenges are top of mind for those who have already deployed a large number of sensors and associated network edge devices. Device management services are evolving in response to a greater breadth of new device technologies such as edge intelligence and related connectivity solutions, as well as the customer scalability and security of IoT deployments. But forward-looking suppliers are also preparing for a world where 41.3 percent of the connected devices will be using some form of Low Power Wide Area (LPWA) technologies by 2026. IoT Device Management Market Development Since IoT customers increasingly need to manage a larger fleet of connected devices, ABI Research now forecasts that IoT device management services will exceed $36.8 billion in revenues by 2026. Standardization is beginning to play a bigger role in device management services, as more connected devices use LPWA t

Anywhere, Anytime Workplace Demand for SASE

The ongoing adoption of flexible working models within the enterprise market has significant implications for typical IT organizations that must now support knowledge workers and front-line employees that operate outside the corporate network perimeter. The global COVID-19 pandemic created IT networking and security challenges. The expansion of the distributed workforce, an increasing reliance on cloud computing infrastructure, and the requirement to securely connect online employees -- wherever they choose to work, at any given moment in time. Legacy IT solutions that have rigid network underlays and a requirement for on-premises infrastructure cannot adequately deal with these trends. This 'Anywhere, Anytime Workplace' led to demand for new Secure Access Service Edge (SASE) solutions, with networking and security delivered as-a-service. Anywhere, Anytime Workplace Market Development   Although converging networking and security capabilities offer enterprises a promising solut